It is definitely a 10 from me !

This is a solid brand. Before using itsa10 products my hair was over processed, dry and brittle. I use both the itsa10 shampoo and conditioner as well as leave in spray. Ive seen more manageable hair, less tangles, soft and shiny hair.

I originally got a sample bottle of it from Ulta with a purchase, and I fell completely in love with it and have been using it ever since. It's around $50.00 but 100% worth it, it lasts FOREVER. I have very processed hair and I am very picky with the products I put in it because I have naturally curly hair so it tends to get oily at the roots and dry everywhere else. I use this every time I wash my hair and it always leaves my hair super soft and feeling stronger than before. I recommend it to anyone looking to build up their hairs proteins again or just wanting to get that super shiny and soft look!

I absolutely LOVE this leave in hair serum. My hairdresser always used it on me and I finally purchased it a few years ago and have been using it ever since. Every time I wash my hair I use this product. I spray it in after I get out of the shower when I am brushing out my hair. It not only nourishes my hair but leaves it so silky and smooth. It also smells amazing! This is one of my can't live without beauty products.